The Best - and Worst - Movie Promos of the Week

The Best - and Worst - Movie Promos of the Week

Sep 21, 2012

Nice play, Beautiful Creatures, but your first trailer just isn’t enough to crack the top three movie promos of the week, let alone outdo some impressive runners-up - The Hobbit: An Unexpected Journey, Frankenweenie, The Master and Hitchcock.

The Best Stuff

1. Taken 2 Clip: The chase scene is exciting, but it’s this clip of Kim following in her father’s footsteps that proves Taken 2 could really have quite a bit to offer by building off of its predecessor. Bryan Mills is clearly still on his game and his not-so-helpless-anymore daughter is willing to do whatever it takes to return the favor and bring him home. This clip is smart, action-packed and, thanks to how well we know these characters from round one, it’s exhilarating to see them back in action.

2. Les Misérables Featurette: I've never seen Les Misérables, know only the barebones about the story, and am merely mildly interested in movie musicals, but boy does this featurette appeal to the curious filmmaker in me. The look of the footage alone has this wonderfully authentic and raw feel to it, which perfectly completes the honesty of having the cast sing live. If the method is this impactful in a featurette imagine the effect it’ll have on the full feature.

3. Sinister Red-Band Trailer: Sinister isn’t just a good scare, it’s a deeply disturbing scare -- and this trailer is an excellent preview of how truly haunting the experience is. The piece as a whole is beautifully constructed, conveying the basics without a single line of dialogue and then drilling in the horror by showing snippets of the movie’s most haunting element, the content of those film reels. Think the murders are creepy in this trailer? Wait until you see them in all their gruesome glory in the full film.

The Worst Stuff

1. Butter Clip: It’s a movie called Butter, so where’s the butter? Rather than milk the unusual core concept for all its worth, the marketing team ditches the butter-carving angle for some unfunny family drama. A bunch of famous faces can’t fix the fact that this clip has zero impact and isn’t appealing whatsoever out of context.

2. Stolen Clip: Holy exposition, Nicolas Cage! This isn’t a full film, it’s a clip. Why waste a promotional opportunity with a talky scene desperately spewing out information when you could focus on one single piece of the kidnapping scenario and draw an audience in with something more thrilling and concise? Cut the clip after Cage threatens the guy with a bullet to the gut and before he turns. That way, we still get a good sense of tone and material without being drowned in lame details.

3. Gambit Trailer: Lots of top-notch talent and a rapid-fire pace, but what exactly is this film about? Clearly Alan Rickman is a tough boss and Colin Firth wants to get back at him, but what’s the deal with the Monet? Firth is conning Rickman into buying a fraud, but so what? Perhaps it’d be more appealing even without the reasoning had there been some bigger laughs.

What are your favorite and least favorite movie promos this week?

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